Placing organisations in context- part 2- the macro environment (PESTEL) and stakeholders

The macro environment focuses on the external elements,such as overall conditions and factors. It is a variable item affecting the business operation. A company should  pay attention on it since it may change the profit and efficiency of a firm. To overcome the challenges caused by the outer world, Managers need to realize and prevent the potential
risks and chances.

For one thing,understanding The PESTEL analysis is helpful for decision-making.
The PESTEL stands for political, economic ,socio-cultural, technological and legal should
be concerned in a company , No one can survive without  interaction with the environment. An organisation is a series of group behavior ,so which is affected by the human activities. The changes of society should be learned and solved by the manager.

Take Mcdonald as an example: Although it is the most famous fast food shop around the world, people tend to eat less on such junk foods and the net income of its decreases to the
US$5.46 billion  (2012). The mainly reason is for socio-cultural factors and Legal factors , Many of research indicated that the fast food shops is not health for ourselves especially Mcdonald.The junk foods include many toxic chemical materials, fat. As a result, The obesity rate has became more and more high than before and leads to be a serious issues for many countries.

Consumer tastes and preferences change a lot. They like the healthier products more rather than the unhealthier products.People begin to concern their health and nutrition. So,
people are far less likely to spend money on the fast food shops. And also,to strike the obesity issues,the government will do some legal regulations. For instance: the most
well-known Act called 'Fat Tax'  was implemented   in some countries (UK and USA).
Since this legal factor and the customers'  preferences, the gross profit of those unhealthy foods will be decreased correspondingly.

Apart from that, after the macro environment ,we cannot ignore the also vital part of
the stakeholders which contain different type of group and affect the business.
Managers need to satisfy their expectations and gain a positive views. Each stakeholder
should use different way to fulfill their need.

stakeholders is defined  "those groups without whose support the organization would cease to exist." An organisation has a tight relationship with stakeholders. Managers need to
notice their desire and gain a stable business environment.

The latest affair, teachers went out on strike over pay, pensions and jobs, can be a deduction of the relationship between stakeholders and organisation. The mission of it
is for the additional  salary and welfare. Obviously, If the educational institution had a more good pay and benefits ,and improved the working condition , the strike would not happen
at all. In fact,the strike always cause a loss in whole. So, if company have a balance between the company's benefit and the employees needs , the condition of their relationship will more stable and the unwilling and unhappy action will not occur any more.

Therefore, Stakeholders is also a prerequisite element. Without it ,the company cannot run smoothly. Then, manager also need to control and realise the macro environment to adapt
the business to the outer circumstances. After these two components, a business organisation could gain a great success.